© Lorna Carmichael for the above image made as part of her series project 'Analemma in absence'

If you’re shy, anxious or introverted this might help

24 August, 2026

Last week I talked a little bit about fear. It can appear in lots of ways and one of them is shyness, anxiety and nervousness, or you might simply be an introvert.

It might not be something which shows up all the time, but if this happens to you it can feel like a struggle to succeed as a commercial photographer, no matter how amazing your work is.

So much of the job involves communication, meeting with people who seem terribly confident, and leading entire productions which involve telling folk what to do. Holding firm boundaries, especially with the people actually paying you to do the job can be particularly challenging, but is so essential.

That’s why I always ask photographers about the size and type of job they enjoy working on. Big productions are not for everyone.

Some photographers like a lot of client trust and space to be nimble, so they can work on assignments which allow them to make creative decisions and well, just get on with it. They often work alone or with one or two trusted assistants.

But there are times when the perfect brief arrives, and it involves stepping way out of your comfort zone and into shoes which feel far bigger than you’re used to.

You know you can do the job, but the people! OMG! 😱

If that’s you, here are three things to consider:

 

1. The people behind brands are just people.

They’re humans with all sorts of flaws, just like you. When you get a brief which scares the bejesus out of you, do the research. Instead of worrying about a briefing meeting with the ECD of a global brand in New York, uncover the guy who is obsessed with lego, is addicted to tacos, and has a pug dog named Willie. Suddenly you’ll feel less intimidated. If you dig around enough, you might even discover you have something in common.

2. Surround yourself with good people.

Crew who’ll support you to get on with it whilst helping your clients feel cared for. A producer who will run the show in the way you need them to, from whoa to go. And if that’s creating space between you and the clients on set so you can focus on the job at hand, that’s your prerogative. After all, everyone’s there to get the best results possible. Focus on those (and talking taco with your new found ECD buddy), and you’ll be just fine.

3. Don’t pretend to be someone you’re not.

Be honest when you’re building your brand. It’s tempting to try to make out that you’re a super confident rockstar, but far better to manage expectations, and own your own strengths. Check your website bio and the stories you tell in your Email blasts (you do have one don’t you?) and make sure they’re painting the right picture of the person who’s going to show up for the job (oh, hello, that’s you). That quiet, empathic demeanour could be exactly what a job requires. I have seen many briefs which require sensitivity and gentleness, and it’s often one of the deal breakers too.

If you have a strong understanding of your own brand, and thus the type of people you are looking to work with, you can then align your online presence to speak to them. If you get it right, they’ll be rooting for you right from the get go.